Gap has unveiled “Better in Denim,” its Fall 2025 campaign starring global girl group KATSEYE.
Set to the iconic early-2000s anthem “Milkshake” by Kelis, the campaign reintroduced low-rise denim into the cultural conversation through a genre-blending dance choreographed by Robbie Blue.
Directed by Bethany Vargas and shot by Bjorn Iooss, the campaign captured the spirit of individuality, championing denim as a canvas for self-expression, unity, and style that transcends generations.
“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim”, said Mark Breitbard, President and CEO, Gap brand.
“Partnering with KATSEYE was a natural fit, we share a bold, expressive and inclusive point of view. ‘Better in Denim’ is the best expression of who the brand is today, fresh, relevant, original, and undeniably Gap.”
KATSEYE is one of the most buzzed-about new acts in music. The six-member group blends individuality, cultural diversity, and pop innovation, styled head-to-toe in denim, including a reimagined Long & Lean jean designed to reflect their personal identities.
Their multicultural point of view, combined with bold self-expression, has earned them a powerful voice within global youth culture. That same energy and authenticity bring new meaning to Gap’s roots in music, movement, and style.
“Gap didn’t ask us to fit in; they invited us to show up as we are,” said KATSEYE.
“The denim moved with us, and every look felt like our own. We got to perform as ourselves, bringing our style and culture to every frame. That’s what makes this moment so powerful.”
Gap’s Long & Lean jeans, an early 2000s icon and customer favourite, return with a modernised fit. Updated with a reengineered waistband, enhanced comfort, and 10 new seasonal washes, the style is designed to move with your body.
It’s a reintroduction of a timeless silhouette, ready to be rediscovered by every generation. Beyond Long & Lean, Gap offers a full range of denim fits from low, mid-rise, to high-rise and a variety of leg shapes, from skinny to baggy, designed for comfort, movement, and personal style.
To mark the collaboration, Gap will also release a limited-edition KATSEYE logo hoodie to celebrate the group’s cultural influence and Gap’s continued role in shaping creativity through style.
